黑龙江省农业纪录片的创作及传播效果研究
发布时间：2018-10-24 14:41
【摘要】：自十八大以来，国家对发展现代农业的重视程度不断加强。让广大农民平等参与现代化进程，共享现代化成果的最好方式就是农业纪录片的普及化、推广化、专业化。目前，我国农业纪录片的快速发展至今，从单一推广农业技术专题片到带有叙事色彩的《齐民要术》热播，都反映出农民对农业科技的渴望以及农业纪录片在创作上、制作上仍然具有巨大的上升空间。 农业纪录片最初只是单纯的以农业题材为表现内容，以农业工作者及城乡广大观众为主要服务对象的一种纪录片。如今多元化的时代，，赋予它更多的传播意义与传播效果。对于农业纪录片传播效果的研究将更有利于我国大力发展农业生产，促进农村发展产业化，并更有益于提升广泛科教兴农的普及力度。 农业纪录片的创作传播，已经彻底转变了传统的农业科技推广模式，可以作到一点带面的传播功效，对农业科技推广具有重大的助推作用，标志着电视媒体在传统传播媒介中的逐步成熟。农业纪录片之所以能够给观众不同层面的解读，答案也许就在于影片的客观性，即最大程度地去除了有主观导向性的东西，甚至包括镜头的变化。目的就是要带领人们重新走进以农业为主的农村社会、山水田园、乡野市集，走遍中国不同地区探访那些各地依然传承不息的原生态农耕文化，寻找各个地域最具特色标识性的原产地农产品，从“农业”的话题切入，透过“农业”的特色来观察地域农业文化的变迁传承，以小见大，见微知著。 所谓传播效果是指传播者发出的信息经媒介传至受众而引起受众思想观念、行为方式等的变化。在狭义上指具有宣传或说服目的的传播行为在传播对象身上引起的心理、态度和行动的变化。传播效果的理论研究，自“枪弹论”以来一直是传播学家的研究热点，本文主要从四个传播效果类别：认知效果、态度效果、有限效果、行动效果，来分析农业纪录片的传播过程中优势与劣势，试透过效果分析看到本质，能够在宏观上总结出黑龙江省农业纪录片所存在的一些问题。找出影响农业纪录片及农业生产知识普及传播效果的影响因素，找到解决办法，并提出改进和加强农业纪录片创作、提高传播效果的相关策略和建议，以便用来指导今后的实践制作活动，从而提高农业科技普及推广的效率，为实现我省现代化大农业、建设新农村作出应有的贡献。
[Abstract]:Since the 18th National Congress, the state's attention to the development of modern agriculture has been strengthened. The best way for farmers to participate in the modernization process equally and share the fruits of modernization is to popularize, popularize and professionalize agricultural documentaries. At present, the rapid development of agricultural documentaries in China up to now, from a single feature film on agricultural technology to the popular broadcast of "Qi Min's important skill" with narrative color, all reflect the farmers' desire for agricultural science and technology and the creation of agricultural documentaries. There is still a huge room for rise in production. At first, the agricultural documentary is only a kind of documentary with the agricultural theme as its performance content and the agricultural workers and the urban and rural audiences as the main service objects. Nowadays, the times of diversification endow it with more communication meaning and effect. The research on the effect of agricultural documentary communication will be more conducive to vigorously developing agricultural production, promoting the industrialization of rural development, and promoting the popularization of extensive science and education to promote agriculture. The creation and dissemination of agricultural documentaries has completely changed the traditional mode of agricultural science and technology extension, which can achieve a bit of spreading effect with a wide range, and has a significant role in promoting agricultural science and technology extension. It marks the gradual maturity of TV media in traditional media. The answer to agricultural documentaries' ability to interpret audiences at different levels may lie in the film's objectivity, which maximizes the removal of subjective orientations, even changes in the lens. The goal is to lead people back into a rural society dominated by agriculture, landscape, pastoral and rural markets, and visit different parts of China to visit the original farming culture that is still inherited from all over the country. In order to find the most distinctive and identifiable agricultural products of origin in various regions, we should cut into the topic of "agriculture", observe the vicissitude and inheritance of regional agricultural culture through the characteristics of "agriculture", and see the whole through a small part. The so-called communication effect means that the information sent out by the communicator is transmitted to the audience through the media, which causes the change of the audience's ideology, behavior and so on. In a narrow sense, it refers to the change of psychology, attitude and action caused by communication behavior with propaganda or persuasion purpose. The theoretical study of communication effect has been a hot topic for propagandists since the "gunshot theory". This paper mainly includes four kinds of communication effects: cognitive effect, attitude effect, limited effect, action effect, etc. To analyze the advantages and disadvantages of the agricultural documentary in the process of dissemination, try to see the essence through the effect analysis, can sum up some problems existing in Heilongjiang Province agricultural documentary film macroscopically. To find out the influence factors of agricultural documentary and agricultural production knowledge popularization and spread effect, to find out the solution, and to put forward the relevant strategies and suggestions to improve and strengthen the creation of agricultural documentary film and improve the dissemination effect. It can be used to guide the practical production activities in the future so as to improve the efficiency of popularizing and popularizing agricultural science and technology and to make due contributions to realizing the modernization of big agriculture in our province and building a new countryside.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J952
本文编号：2291701
[Abstract]:Since the 18th National Congress, the state's attention to the development of modern agriculture has been strengthened. The best way for farmers to participate in the modernization process equally and share the fruits of modernization is to popularize, popularize and professionalize agricultural documentaries. At present, the rapid development of agricultural documentaries in China up to now, from a single feature film on agricultural technology to the popular broadcast of "Qi Min's important skill" with narrative color, all reflect the farmers' desire for agricultural science and technology and the creation of agricultural documentaries. There is still a huge room for rise in production. At first, the agricultural documentary is only a kind of documentary with the agricultural theme as its performance content and the agricultural workers and the urban and rural audiences as the main service objects. Nowadays, the times of diversification endow it with more communication meaning and effect. The research on the effect of agricultural documentary communication will be more conducive to vigorously developing agricultural production, promoting the industrialization of rural development, and promoting the popularization of extensive science and education to promote agriculture. The creation and dissemination of agricultural documentaries has completely changed the traditional mode of agricultural science and technology extension, which can achieve a bit of spreading effect with a wide range, and has a significant role in promoting agricultural science and technology extension. It marks the gradual maturity of TV media in traditional media. The answer to agricultural documentaries' ability to interpret audiences at different levels may lie in the film's objectivity, which maximizes the removal of subjective orientations, even changes in the lens. The goal is to lead people back into a rural society dominated by agriculture, landscape, pastoral and rural markets, and visit different parts of China to visit the original farming culture that is still inherited from all over the country. In order to find the most distinctive and identifiable agricultural products of origin in various regions, we should cut into the topic of "agriculture", observe the vicissitude and inheritance of regional agricultural culture through the characteristics of "agriculture", and see the whole through a small part. The so-called communication effect means that the information sent out by the communicator is transmitted to the audience through the media, which causes the change of the audience's ideology, behavior and so on. In a narrow sense, it refers to the change of psychology, attitude and action caused by communication behavior with propaganda or persuasion purpose. The theoretical study of communication effect has been a hot topic for propagandists since the "gunshot theory". This paper mainly includes four kinds of communication effects: cognitive effect, attitude effect, limited effect, action effect, etc. To analyze the advantages and disadvantages of the agricultural documentary in the process of dissemination, try to see the essence through the effect analysis, can sum up some problems existing in Heilongjiang Province agricultural documentary film macroscopically. To find out the influence factors of agricultural documentary and agricultural production knowledge popularization and spread effect, to find out the solution, and to put forward the relevant strategies and suggestions to improve and strengthen the creation of agricultural documentary film and improve the dissemination effect. It can be used to guide the practical production activities in the future so as to improve the efficiency of popularizing and popularizing agricultural science and technology and to make due contributions to realizing the modernization of big agriculture in our province and building a new countryside.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J952
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本文编号：2291701
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